The living room TV set no longer is the only device for watching video. Research from Google shows that 77 percent of the time that audiences are watching television content, they are watching it on other devices.

The broadcast world is undergoing a dramatic transformation. While the television screen used to be the main source of video content consumption, viewers are now predominantly watching television content on second screens such as smartphones, PCs, and tablets. Consequently, the emergence of multiscreen television viewing has opened up new monetization opportunities for broadcasters, enabling them to provide personalized and targeted advertising to their viewers.